Modeling the effects of changing issue salience in two-party competition

Abstract

For a given distribution of voter ideal points, candidates may compete, not only by changing their policy platforms, but also by seeking to persuade voters to place more weight on one of the given dimensions. We do not examine persuasion mechanisms, per se, but, rather, investigate how change of the salience weights can lead to alternation of majorities for the candidates, even though candidate positions remain fixed. Thus, competition over the salience of issue dimensions can, under certain circumstances, be crucial for determining election outcomes. We illustrate potential non-monotonicities in priming effects in terms of the Fourier series decomposition of the distribution of voter preferences, showing that the existence of higher-level harmonics leads to greater uncertainty about election outcomes and about best heresthetic strategies. We then demonstrate the empirical relevance of our results with data on two issue dimensions of political competition in the 2000 U.S. presidential election.